7UP has launched an entertaining new campaign under the title “Battal Al Rowagan” (The Cool Hero). With the help of the YouTube comedian star Bader Saleh, 7UP has been working undercover, secretly filming and searching for young Saudi males who can keep their cool in tense situations. Using hidden cameras, Bader Saleh played several pranks on the public to see how they would react.

Those who maintained their cool throughout the situation have been nominated to be the potential Cool Hero for 7UP.

Each week the nominees’ videos are posted on the campaign website and the public votes for their favorites. After revealing all the pranks, each week’s nominees will compete against one another and the three highest ranked nominees will qualify for the final round of the contest. Bader Saleh will then help conduct a vote of the finalists to choose who will be crowned 7UP’s Cool Hero.

Commenting on the 7UP creative campaign, Talal El-Khalil, MEA SVP, GM, GCC Beverages BU, said, “Building on the success of the Kabber Demaghak campaign, we have launched this new campaign to spread laughter and fun among the public, encourage the participants to stay cool and refresh themselves with 7UP. The campaign will continue until Jan. 20, 2014.

Selection of the winners is based on people voting for their preferred hero on the website, www.7uparabiavote.com, our Facebook page 7up Arabia or by ‘liking’ the video on YouTube.”

On Dec. 28, 2013, 7UP has organized a public event at the Red Sea Mall parking lot to promote the “Cool Hero” campaign to the public and to encourage them to vote for their favorite hero. Approximately, 4,000 attendees were expected to attend the event, during which several pranks were presented, in addition to other fun activities. The event was hosted by Bader Saleh and MIX FM presenter Ala’a Al Mansary.

At the end of the campaign, after the selection of the top three participants there will be a final coolness test to decide the winner and results will be announced on Jan. 20, 2014 through digital media and TV.